SEO & AEO Best Practices for Your WordPress Website

A well-built website gives your organization a strong foundation for search engine optimization (SEO) and AI-powered answer engine optimization (AEO), but search performance is shaped over time. Every new page, blog post, event, resource, image, and content update can help your site become more useful and easier to discover by your target audience.

When Landslide Creative builds your WordPress website, we include SEO/AEO best practices throughout the process. That includes a thoughtful site structure and content hierarchy, clean code, mobile-friendly layouts, page speed and image optimization, metadata, schema and analytics setup, and our PageBuilderLS tool for ongoing content management.

After launch, your team plays an important role in keeping the site healthy and optimized. The way you write, organize, link, update, and expand your content affects how useful your site is for visitors and how clearly search engines can understand it. This guide walks through practical SEO best practices for managing your WordPress website over time.

A Note About AI Search

More and more people are using AI-powered tools to ask longer, more specific questions and get summarized answers. But the same SEO fundamentals still apply in the age of AI search: your website should clearly demonstrate experience, expertise, authority, and trustworthiness. Focus on creating clear, organized content that helps both people and search tools understand your organization and the value you provide. The best practices below will help you perform well in both traditional and AI search.

1. Start with your audience, not the algorithm.

Good SEO starts with understanding what your visitors are looking for and how you can help. Before you create a new page or update an existing one, ask a few simple questions:

• Who is this page for?
• What are they looking for?
• What questions are they trying to answer?
• What action should they take next?

Search engines are trying to connect people with useful, relevant content. That means your first job is to make the page genuinely helpful for the people you want to reach. Keywords matter, but they should come from a clear understanding of your audience and their intent.

A strong page is written with a specific audience and purpose in mind. It answers the right questions, uses language that feels natural to that audience, and gives them a clear next step.

Write for real people first. Use the words they use. Answer the questions they are already asking.

2. Structure your page content with headlines.

Every page should follow a clear heading structure. This helps visitors scan the page and helps search engines understand what the page is about. Be sure to follow these rules when you add or edit content on your pages:

• Use only one H1 per page. This is the main page title.
• Use H2s for the main sections of the page.
• Use H3s for supporting points within an H2 section.
• Do not skip heading levels. For example, do not jump from an H2 to an H4. There should be at least one H3 in-between.
• Do not choose a heading level because of how it looks visually. Choose it based on the structure of the content.
• Use clear, descriptive headings that tell visitors what each section covers. A headline that is more descriptive (like “Website Design & Development Services) is more helpful than a vague headline (like “Services”).
• Include relevant keywords when they fit naturally, but do not feel the need to force them into every heading.

3. Use descriptive button and link text.

Buttons and links should tell visitors what will happen when they click. It also gives search engines more context about the linked content.

• Use specific, action-oriented link text (such as “Download the annual report,” “View upcoming events,” or “Apply for the program”) instead of vague, generic phrases like “click here,” “read more,” or “learn more.”
• Keep button text short, but make it clear enough to stand on its own.

4. Write and lay out content for how people read online.

Most website visitors scan before they read. They look for headlines, short sections, lists, buttons, and visual cues that help them decide whether they are in the right place. Make your content easier to use by following these rules:

• Put the most important information near the top of the page.
• Keep paragraphs short.
• Break long sections into smaller content blocks.
• Use bullets when a list is easier to scan than a paragraph.
• Incorporate callouts, FAQs, testimonials, stats, or related resources when they help explain the topic.
• Make sure every section has a purpose.
• Give each page a clear next step, such as contacting your team, registering, donating, reading a related resource, or visiting another page.

This connects to our Skimmers, Swimmers, and Divers approach to content. Some visitors want the quick answer. Some want to browse. Others want the full story. Clear, well-organized content helps each person find the level of detail they need.

5. Add page titles and meta descriptions.

Page titles and meta descriptions (called “meta content”) help search engines and visitors understand what a page or piece of content is about. They also affect how your pages appear in search results and whether or not someone clicks to view your page. When you add a new page, event, post or resource, don’t forget to also add the meta content with these best practices:

• Give every page and post a unique title. Your SEO title does not have to match the page title you see in your WordPress dashboard.
• Write a description that clearly summarizes the content and provides the key takeaway.
• Include the main topics or keywords naturally. Keep it readable. Do not turn it into a list of keywords.
• Follow the character limit suggestions. Your SEO plugin will indicate if your text is too long or too short. It doesn’t have to be exact, but try to get close to the recommendation.

6. Make sure every page is useful, necessary and robust.

Each page on your site should have a clear purpose and robust content. A page with very little useful content is unlikely to perform well in search. Too many thin or low-value pages can also hurt overall site performance by signaling to search engines that your website may be low quality. Low quality pages can also waste your “crawl budget,” meaning search engines may spend time crawling pages that don’t matter instead of prioritizing the pages you actually want to rank.

• Make sure every page answers a specific question or need.
• Avoid creating multiple pages that say almost the same thing.
• Remove or combine pages that are too thin, repetitive, or outdated.

7. Use internal links strategically.

Internal links help visitors find related information and help search engines understand how your pages connect.

• Link from main pages to relevant supporting pages, blog posts, resources, case studies, events, or forms (and vice versa). For example, a service page could link to related case studies. A blog post could link back to the service or program page it supports.
• Use descriptive link text. Avoid generic phrases like “click here” or “learn more” when a more specific phrase would be helpful.
• Do not overload a page with links. Link where it helps the visitor find related content.

8. Optimize images.

Images make your site more engaging, but they can slow pages down or create accessibility issues if they are not handled well. Your site includes image optimization tools and performance-minded development, but your content choices also matter. The images you choose, how you name them, and how you describe them all contribute to a better experience for visitors and search engines. Follow these image best practices:

• Use images that support the content on the page.
• Resize large images before uploading when possible.
• Before uploading a file, give it a descriptive name. (For example, use “website-strategic-plan.png” instead of “IMG_4827.png.”) This also makes it easier to find images in your WordPress Media Library later.
• Add alt text that describes your image. Alt text helps screen readers describe images to visitors who are blind or visually impaired, and it also gives search engines more context about the content on the page. Describe the image in a short, meaningful way that reflects its purpose on the page. For example, instead of writing “image” or “photo,” use a description like “Volunteers building a wheelchair ramp outside a community center.”
• Decorative images that do not add informational value do not need alt tags.

9. Keep URLs simple and limit changes.

Your page URLs should be short and easy to read. Avoid changing them when possible, as it can accidentally create broken links and 404 errors. Follow these rules for URLs:

• Use short, descriptive URLs that match the topic of the page.
• Use lowercase letters and hyphens between words.
• Avoid unnecessary dates, numbers, special characters, or filler words and articles.
• Do not change published URLs unless there is a clear reason.
• If a URL does need to change, set up a redirect so visitors and search engines are sent to the correct page.

10. Use categories and tags with a plan.

Categories and tags help organize content, but they serve different purposes:

• Categories are broad groupings. They help organize content into major topics. Most content should only need one primary category, or a small number of secondary categories when needed. You want to avoid too many layers of sub-categories, as these can get confusing for users to navigate.
• Tags are more specific. They are best used to connect related content across categories or group a set of items together. For example, if you have several documents, videos, and event recaps from the same annual conference, you could tag them all with “2026 Annual Conference” so visitors can find that related content in one place. Tags are NOT keywords, and you should not use them like hashtags on social media. DON’T use tags that are variations of the same word or only slightly different.

It’s important to be strategic with tags and categories, as they can create SEO issues in WordPress if not managed well. Every category and tag you add automatically generates an archive page for that term that aggregates all the content with that category or tag. If these archive pages are thin (they only have a few items), these pages are not very useful for visitors and send negative SEO signals.

11. Conduct regular content audits.

Outdated or stale content can hurt SEO because it makes your site less useful and less trustworthy, which are signals that your site may not be the best answer for visitors, resulting in lower in search rankings or AI-driven recommendations. Make a plan to regularly audit your content and look for pages that should be refreshed, combined, redirected, or removed. Follow these steps to keep your site relevant:

• Refresh pages and posts that are still useful but outdated.
• Expand pages and posts that need more detail, examples, FAQs, testimonials, case studies, or related resources.
• Combine pages and posts that cover the same topic.
• Redirect pages and posts that have been replaced by a better one.
• Remove pages and posts that no longer serve a purpose and do not need to be preserved.

12. Pay attention to page speed and user experience.

Search engines want to send people to pages that are fast and easy to use. Slow pages, confusing navigation, and frustrating mobile experiences can all hurt performance and your rankings. While your site may start out strong, speed and performance can degrade if you aren’t careful with content management.

• Check for broken links, especially after changing URLs, removing pages, updating navigation, or archiving old content. You can use a broken link checker tool to scan your site and flag links that lead to missing pages.
• Avoid uploading oversized images.
• Do not add too many resource-heavy elements (like interactive elements, embeds, maps, or videos) to any single page.
• Use video thoughtfully, especially in page headers or large background sections, to avoid slowing down your site.
• Test pages on mobile after making updates.
• Periodically check that buttons, forms, menus, filters, and interactive elements still work as expected.
• Remove outdated elements, like embeds, scripts, or tracking tools that are no longer needed.

13. Think about off-page SEO.

Not all SEO happens on your website. Off-page SEO includes the signals that come from other places online, such as backlinks, directory listings, media mentions, partner websites, social platforms, review sites, podcast appearances, event listings, and other references to your organization.

This matters because search engines and AI-powered search tools look for signals that help them understand whether your organization is credible, relevant, and connected to a topic. As AI-driven search becomes more common, clear references to your organization across trusted websites can help reinforce who you are, what you do, where you operate, and what topics you should be associated with.

Look for opportunities to create a strong online presence:

• Keep your organization name, location, contact information, and website URL consistent across all online directories and profiles (like your Google Business Profile, Yelp, etc.)
• Take advantage of ways to earn links from trusted partners, associations, sponsors, funders, vendors, local organizations, media outlets, and industry publications.
• Participate in relevant online communities, such as industry forums, professional groups, Reddit, Quora, or local community spaces. Answer questions, share expertise, and be genuinely helpful. Avoid spammy link dropping or promotional comments that do not fit the conversation.
• Publish content worth citing. Research reports, original data, guides, toolkits, annual reports, maps, calculators, directories, and resource libraries are more likely to earn links and mentions than general marketing pages.
• Make sure your organization is described accurately in event listings, speaker bios, podcast appearances, press releases, and partner pages on external sites.
• Encourage reviews where appropriate. Ask for honest reviews on relevant platforms like your Google Business Profile, Yelp, TripAdvisor, software review sites, etc. Do not create fake reviews or incentivize reviews in ways that violate platform rules.
• Avoid spammy link-building services or paid link schemes. Low-quality links can create more risk than value.
• Test how your organization appears in search results and AI-generated answers so you can identify gaps or outdated information.

14. Prioritize accessibility.

Website accessibility is about making sure your website can be used by people with disabilities, including visitors who use screen readers, keyboard navigation, captions, voice controls, or other assistive technologies. It also improves usability for everyone by making content easier to read, navigate, and understand. Search engines and assistive technologies both rely on clear structure and descriptive text, which is why accessibility improvements often support SEO as well. Many accessibility best practices that also benefit SEO have already been covered above, but there are a few more to keep in mind:

• Avoid adding important information only inside images or graphics. Any information in a graphic should also be in regular text nearby.
• Make sure text has enough contrast against the background, especially in callouts, graphics, and text-over-image sections.
• Use plain, straightforward language and avoid overly complex or difficult writing.
• Make sure videos include captions and transcripts.
• Don’t rely on color alone to communicate important messages. Use text, labels, icons, or patterns too. (For example, don’t mark required fields only in red. Also use an asterisk or text label.)
• Every form field should have a visible label, and error messages should explain what went wrong and how to fix it.
• Avoid autoplaying media.
• Ensure PDFs and documents are accessible.

15. View automated SEO scores as general guidance.

SEO plugins and automated scanners can be helpful, but they cannot fully understand your audience, goals, brand voice, or content strategy. A “green dot” or high score does not always mean the page is strong, and a lower score does not always mean the page is a problem. Use automated tools as a guide, not a final verdict, and keep these tips in mind:

• Treat automated SEO scores as a starting point for review.
• Do not force keywords into headings, copy, image alt text, or metadata just to improve a score.
• Read the page like a real visitor, not only like a checklist.
• Make sure the page answers the main question clearly.
• Check whether the suggested changes actually make the content more useful.

More important than satisfying a plugin, the goal is to create a page that is helpful, accurate, accessible, and aligned with what your audience needs.

16. Know when to ask for SEO support.

Some SEO tasks are easy for your team to manage as part of regular website updates. Others require deeper research, technical knowledge, or a broader strategy.

Your team can usually handle:

• Updating page copy.
• Adding and organizing headings.
• Writing page titles and meta descriptions.
• Adding alt text to images.
• Linking related pages and resources.
• Publishing helpful blog posts, events, resources, or news updates.
• Keeping important content accurate and current.

Ask Landslide for help with:

• Keyword research.
• Competitor analysis.
• Redirects a large volume of URLs.
• Technical SEO issues.
• Structured data (schema) updates.
• Major navigation changes.
• Large content migrations.
• SEO strategy for a new service, location, program, campaign, or audience.
• Analytics setup, reporting, and performance review.

Strong SEO/AEO is a team effort. Your team knows your organization, your audience, and your content. Landslide can help with the strategy, technical details, and deeper optimization work that make those updates more effective.

We’re Here to Help!

If you’re not sure how to execute any of these best practices or want to discuss a more advanced SEO strategy, get in touch!